Alongside the editorial line, the moderation of corporate blog discussions constitutes the other strategic component of our corporate blog offer through our corporate blog platform : PoolMedias.
The importance of moderating discussions is two-fold.
► On the one hand, it is important because it deals with Internet users directly. This C2B2C interactive relationship requires precise timing, in line with a process which is defined by the company in advance.
► On the other hand, it can affect the editorial strategy and the editorial plan, given that the content of the relationship is likely to provide indications and information on Internet users' reactions and expectations.
This approach has led us to adopting a methodological approach structured around a cycle of precise steps, presented in our diagram below.
Promoting the client relationship
Discussions between Internet users and the company affect all parts of the company.
The wide range of comments demonstrates the trust which Internet users have in corporate blogs as interactive tools. Initially, this trust is established through the Internet user's experience of personalised, constructive dialogue and the feeling of being listened to.
How does blog-based discussion differ from other types of contact such as phone or email contact ?
It is monitored particularly closely, as a result of the moderation of comments posted on the blog. Moderation supports the blog's editorial position and the operational rules defined when the blog was established, in order to direct some comments towards relevant company departments and also to provide a corporate response to Internet users.
As a result of comment moderation, the blog is seen as a mediator in the relationship rather than as a publicity tool.
Developing editorial policy
Comments posted by Internet users constitute rich information in terms of users' interests, desires, expectations and concerns. Some posts by Internet users are time-bound (emergency), factual (current), seasonal or cyclical (special offers, sales), or quite simply behavioural in terms of readers' profiles (families, single people).
The regularity or persistence of subjects raised by Internet users is taken into account by Levacomm when producing editorial content. Levacomm offers its corporate clients themed articles which are related to the comments and questions expressed by Internet users through their discussions.
Through their comments, Internet users indirectly participate in developing the editorial position.
